CLICK HERE TO READ THE FULL ARTICLE I work with brokerage owners all over the country, and I help them determine the experience they want to deliver to their agents. While everyone has good intentions, they all fall into one of two camps — those who define their goals and those who don’t. Brokerages without clearly defined goals tend to wander aimlessly, and they try to do a little bit of everything and end up accomplishing almost nothing. Most have broad, fuzzy goals such as, “Create a great place where agents want to come and work.” It’s easy to fall into this trap — after all, it sounds good, and it’s what you want. But these aren’t goals. They’re more like mission statements, so let’s think of them as that and get back to goals.